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Out of Home trends in South Africa

TRENDAFRiCA December 11, 2012

The managing director of Posterscope, Craig Page-Lee, has identified effective measurement as a challenge for 2013 in his out of home trends for next year. 

  1. In the out of home sector we will see the formation of smaller networked-agencies with teams structured to client’s specific needs and the bringing together best-in-class per project. There will be an increased movement of key marketing heads into agency lead roles and visa versa.
  2. Every campaign will now have a digital component to it and in many cases it will lead the communications platform.
  3. We will see many specialist media agencies partnering with specialist creative agencies offering through-the-line integrated communications solutions to clients.
  4. The key challenge in 2013 for both agencies and media alike will be effective measurement, which provides an accurate ROI measure across highly integrated campaigns.
  5. ‘Mass-customisation’ will continue to grow and move brands from appealing to all, to making the consumer feel that the brand is speaking directly to them.
  6. Consumers will continue to have even more power to influence brand success, or failure, than ever before.
  7. We will also see a continued increase in ‘open-source’ consumer participation that ultimately shapes and defines the behaviour of a brand, product or service.

 

Source: Posterscope is part of Aegis Media in South Africa and has 46 offices around the world and buys over $2.2 billion worth of OOH advertising space per year.

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